Tuesday, April 15th, 2008

Google Quality Score Questions Answered

Here are my responses to questions asked regarding quality score. There was not too many of them. SWEET! Less work for me haha. Seriously though, check the PPC Section of the forum for more in-depth conversations.

MasterOf None: I understand that most of quality score is about having a quality site, but adgroup/keyword organization also affects things for sure. In light of this, what is the best way to structure your campaign?

Here are some thoughts I had, are any of these on the right track(assume I have a script to make all these easy)?

-One keyword to an adgroup, include keyword in ad
-Few keywords to an adgroup, include only very similar phrases
-Lots of keywords to an adgroup, but they all share a common word or two in the ad.

If I may go two for one with the questions, even if we have a quality site, should we/can we still utilize dynamic keyword insertion techniques to boost relevancy?

Personally since I use a lot of software and the Adwords Editor I tend to go for a lot of one keyword per adgroup type of campaigns. This requires contact with Google in getting the limits raised such as the 25 campaign limit and 50K keywords starting off. This also takes multiple accounts but so easy to track. If one adgroup is getting clicked on the so easy to scrub others that dont perform so well.

I stay away from adgroups with over 25 keywords if I am not doing singles. In my experience, it’s just not worth it. Spitting out landing pages per adgroup (keywords within) is the best way I have found to counter the QS.

Even with a quality site you can use Dynamic Keyword Insertion. Even though Dynamic Keyword Insertion may help you out with relevancy, it’s not going to effect your QS much. The better your CTR, the better your QS.

Tihomir: Sometimes some part of my keywords get slapped even if I follow all the advices for quality. When that happens shall I delete them, wait 24h and add them in another adgroup?

What are you doing when that happens to you?

I provided some insight to this here –> http://cashtactics.net/04/10/cpam-series-quality-score-rd-2-adwords-account-and-quality-scores/  … The short answer here is that if you want to try and game the system is to build a landing page specific for these keywords and try it that way. If they are getting slapped BEFORE you know if they are good keywords or not, I would suggest moving them and making a landing page for them specifically and see if you can get away with it. Generally you can. I try to NOT delete them if I possibly can. Deleting them and bringing  them back is still going to bring back the historical nature of these keywords and probably effect you again down the road.

RonnyG: I hope this is not of the track. I could use some help with how to get my articles to help my Google ranking. I seem to be able to write articles with not much problem, but am not clear on how or what to put at the bottom of the article to link it to my blog and my keywords.

Totally off track here but your author box basically makes or breaks you with article marketing and people clicking over to wherever you want them to go. Make your author box very inquisitive. Make it mysterious. Ask a question. If all else fails, only post part of the article if you can and let people know they can read the rest over at your site. You need a call to action to get people from the author box to your site.

Ilya: How do you deal with keyword relevance? My landing pages quality score is always OK, but Google slaps me on keyword relevance and recommends I delete all my keywords.

Read every part of this QS series. It’s not only about landing pages and keywords. Account history, keywords performance WORLD WIDE, all types of aspects to consider here. Google looks at your site and reads it NOT just your landing page when you go to setup your ads and the little optimizer box checks it over. Is the landing page relevant to the overall theme of the site. Do you have content? Do you have unique content that updates often? Links in, links out? Take a look at the overall structure of your site and work on it. You can always take everything to a new account and try it out, or even switch it all to a domain but that’s more of a short term fix. You should look at your entire structure and start talking here or in the forum on specifics.

Franklin: but I was wondering if you can may be write a systematic PRACTICAL blueprint that you consistently follow yourself in order to yield a profitable campaign? That’d include market research, keyword research, campaign creation for maximum CTR, landing page creation for maximum conversion rate, bidding strategies/adjustment techniques, campaign expansion, testing/tracking, etc. I mean, you’re already successful and I’m sure you always follow some certain protocols right? So if you could share that, it would be great. I know that different people do it differently, but it’d be nice to see how an expert does it, so that when we create our own methodologies, it’ll be based upon an already successful one.
Or may be you can do a few case studies wherein you start some CPA/CPS campaigns from zero, and make them profitable in Google, Yahoo, and MSN…..

I’ve blogged so many times on market research I dont know if I could do that again but I did create a separate category here for that purpose. Between that category, the PPC category and the CPA Series Category, I dont know how anyone could not make money. Many already are from the word of the forum. However, putting everything into a step by step format (maybe PDF) is probably a good idea because a lot of everything gets sidetracked.

A case study sounds good but it wont be over an offer that is currently profiting. I could do a past one easy. I gave up one of my sites a few months back and spawned a shitload of copycats that came back to bite me in the ass. But a case study is indeed a cool idea.

Not too many questions here but some good ones that came thru. You can follow more in-depth discussions in the forum.

Category: PPC
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